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PlanetRx.com Selects Gotham to Head Ad Efforts

Online drugstore PlanetRx.com has dropped Goodby, Silverstein and Partners after a two-month relationship and chosen Gotham as its agency of record for a new branding campaign, with billings estimated at $50 million.

Start-up Internet firms are regularly shifting agencies and strategies as they struggle to compete for consumers' attention in a highly-competitive atmosphere. The online drugstore sector, in particular, is extremely contentious. According to measurement firm AdRelevance, drug and toiletry vendors' spending on online advertising grew more dramatically than any other sector during the July to November time period.

Drug and toiletry vendors' share of purchased impressions grew from 2 percent to 8.9 percent during that period. Competitors include Drugstore.com (DSCM), Vitamins.com, and CVS.com.

PlanetRx.com says the change in direction was meant to better match the company's marketing objectives.

"PlanetRx.com was looking to clarify and better focus its positioning and move from there to strengthen the profile of their business," said Sheri Baron, Gotham's president. "Our interactive expertise, along with our successful brand building for everything from lipstick to analgesics, enabled us to bring a fresh direction to the table."